Similar to the real-time bidding of media through programmatic buying, programmatic creative is the automatic compiling of ad creative in the relative format, size, and messaging as shown to a consumer. Programmatic creative enables marketers to build media campaigns without the delay of manually refreshing and generating new display advertising in every iterative format.
Publisher’s try to maximize the amount of audience inventory available and are incentivized by advertisers to standardize the format across their network of content. Programmatic creative saves a step by adding “dream it once, see it everywhere” technology with the personalization that data-driven marketers have come to expect.
Programmatic differs slightly dynamic creative in how component elements are built using core assets versus those that are completely swappable at runtime. As an example, dynamic creative could use a single device format, but completely change who the advertiser is based on an ad template or even the messaging on the banner at will. Programmatic would instead take single brand such as Tide, and enable image assets, campaign messaging, and social functionality to optimize their delivery across every Android, iPhone, and desktop screen by default.
The drive towards high value technology driven SaaS platforms for advertisers also makes the measurement and analytics of all creatives as one fluid channel important for scalability. Down-the-funnel mobile app developers will enjoy the benefits of programmatic creative faster as premium publishers are largely unwilling to accept even dynamic creative for their audiences. More publishers should accept campaigns creatives by the advertiser or brand instead of by creative review. If there is any off target messaging by a brand, it’s likely the brand will hear about it first on social media or on Gawker before the publisher. It’s primarily wasted effort on the publishers part to swap creative where most times it’s the ad networks or DSP that is to blame for not closely reviewing who is trafficking misleading and ambiguous advertising.
Programmatic creative has become a real advertiser focus for keeping creative messaging consistent with campaign goals. The next code to crack is combining dynamic and programmatic for creative context that we won’t even begin to recognize as only a split millisecond decision chosen to make an impression.